PENGARUH KUALITAS PELAYANAN DAN BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI AK PHONE KOTA JAMBI

Natasya Yola, 2000861201001 (2024) PENGARUH KUALITAS PELAYANAN DAN BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI AK PHONE KOTA JAMBI. skripsi thesis, UNIVERSITAS BATANGHARI JAMBI.

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Abstract

The purpose of this study was to determine the description of the promotional mix, service quality, and consumer purchasing decisions at AK Z Jambi City, to determine the influence of the promotional mix, service quality, and consumer purchasing decisions at AK Phone Jambi City partially, and consumer purchasing decisions at AK Phone Jambi City, to determine the influence of the promotional mix, service quality, and consumer purchasing decisions at AK Phone Jambi City simultaneously. The data collection methods used were interviews, observations, and questionnaires. The population in this study were all Ak Phone consumers in 2023 totaling 7.524 people using the Slovin formula in a professional manner, so the number of samples rounded up was 99 respondents. The analysis tool used was multiple regression analysis. AK phone is one of the largest smartphone distributors in Jambi. AK Phone Kota Jambi in addition to serving consumers in offline stores, AK Phone serves consumers through online stores on social media such as Instagram, Facebook, WhatsApp, and on the marketplace. The results showed that the average score of the promotional mix variable was 332.9 categorized as high/agree, the service quality variable was categorized as neutral with an average overall score of 329.5, and the overall purchasing decision variable was stated as a neutral category with an average overall score of 327.7. Partially, the promotional mix and service quality variables had a positive and significant effect on consumer purchasing decisions at AK Phone Jambi City. Simultaneously, the promotional mix and service quality variables had an effect on consumer purchasing decisions at AK Phone Jambi City with a significance value of the service quality variable of 0.000 <0.05. The final conclusion of the study is the promotional mix variable are categorized as high/agree and have an effect on purchasing decisions, the service quality variables are categorized as neutral and have an effect on purchasing decisions, and the purchasing decision variables are categorized as neutral. In addition, it is expected for the AK Phone company in Jambi City to continue to improve and optimize the promotional mix and service quality in order to improve consumer purchasing decisions. In additional, it is hope that for AK Phone Kota Jambi company to continue to improve and optimize the promotion mix and service quality in order to increase consumer purchasing decisions.

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